Service
SEO and AI search for sports nonprofits
People search for what you do. Parents look for programs, donors research organizations before giving, and businesses check you out before a sponsorship conversation. The question is whether anything of yours is there when they look — in Google, and increasingly in an AI assistant's answer.
Who this is for
Organizations that do not appear for the searches their own beneficiaries make, and organizations that rank for their own name but little else. Also organizations running an Ad Grant, where search-query and landing-page data can inform both paid and organic decisions.
The problem it addresses
A frequent pattern is a site with a handful of pages, none of which answers a question anyone types. The organization is findable if you already know its name, which is the one case where search matters least.
Underneath that there are usually technical problems that cap everything else: no structured data, a sitemap that claims every page changed today, titles that repeat, and internal links that leave whole pages unreachable except from the navigation.
The newer factor is that AI assistants now answer a share of these questions directly. Clear, well-structured and well-sourced content is easier for search and AI systems to interpret and cite, but inclusion and rankings are not guaranteed, and a site built only around keywords tends to be weaker raw material.
What we do
We audit first: what is indexed, what is not, what is technically broken, and which queries the site has any realistic claim to.
We fix the foundation — titles, canonicals, structured data, internal linking, sitemap accuracy, page speed where it is a ranking and usability factor.
We build a content plan from search data rather than from guesses, mapped to your season so that the pages exist before the searches spike rather than after.
We report on impressions, positions and clicks from Search Console, and on what actually changed. Where a page has not moved, we say so.
What is included
- Technical audit and remediation
- Keyword and search-intent research grounded in Search Console and query data
- Structured data and metadata across templates, not just on one page
- Internal linking and site architecture
- A seasonal content plan, and the writing to execute it
- Local search work where the organization serves a defined area
- Monthly reporting against Search Console data
How the work runs
- Audit. Crawl, index coverage, structured data, speed, and a query-level read of where the site currently appears. Delivered as a prioritized list, worst-first.
- Foundation fixes. The technical work that has to be true before content can do anything. Usually the fastest-moving part, because it removes caps rather than adding new material.
- Content plan. Which pages to write, in what order, for which searches, and what each one has to answer to be worth ranking. Tied to your season so publication lands ahead of demand.
- Publish and measure. We publish, then watch Search Console. Pages that underperform get revised rather than abandoned, and we tell you which ones those are.
What you provide
- Search Console and analytics access, or the ability to grant it
- Subject-matter review: we can write the page, but you know whether it is true of your organization
- Enough lead time before a season for content to be indexed and to age a little
What we do not do
Stated plainly, because the boundary matters more than the pitch. Our approach page lists what falls outside the whole practice.
- We do not guarantee rankings or positions. Search engines decide those, and anyone promising otherwise is selling something.
- We do not buy links or use private blog networks.
- We do not publish AI-generated filler to inflate a page count.
- We do not promise inclusion in any AI assistant's answers. Nothing on the web guarantees that, llms.txt included.
A realistic next step
Give us Search Console access and we will come back with what the data actually shows, including whether search is a sensible place to spend at all. For some organizations it is not the first priority.
Related reading
Background on how this works, written to be useful whether or not you hire anyone.
Talk it through first.
Tell us where the organization actually is. If this is not the right thing to spend on first, we will say so.